Looking ahead from the present, I can see that digital technologies, implemented through cable and the Internet, will likely allow consumers to access television programs on-demand with a choice between two prices: (1) a free or low price (perhaps 5 cents) if the program contains advertising; and (2) a higher price (perhaps 50 cents) if the program is commercial-free. That in turn will make consumers increasingly more aware of the value of advertising in subsidizing the cost of television.
